Factors Affecting Decision to Buy Ready-made Clothes for Women at Department Store in Yannawa, Bangkok

Abstract

     This research article aims to study the behavior in making decision to buy ready made clothes for women, study the importance factors affecting the buying decision, compare the importance of factors affecting the buying decision and study the differences between personal factors and factors affecting the buying decision of ready made clothes for women at department store in Yannawa district, Bangkok. The sample consisted of 400 people. The research instrument was questionnaire. The statistics used were percentage, mean, standard deviation, F-test (One-Way ANOVA) and LSD.

     The research result showed that Central Department Store that most buyers entered. Due to their wants, they bought casual wear and travel outfits without the specific days. They bought two pieces a time from 800-1,500 baht. The person influencing the buying decision was herself. Marketing mix factors affected buying decision have impacts on high decision in overall and each aspect. Buyer with different personal factors overall had different level of factors affecting buying decision.